Loneliness among young adults has reached what the U.S. Surgeon General has called an "epidemic," with recent estimates suggesting that roughly half of U.S. adults report feeling lonely, and rates are particularly high among people ages 18–29.
A new study from the University of North Carolina at Chapel Hill explores how social media itself can be used to address the problem.
Researchers conducted an online experiment with more than 1,100 young adults ages 18–29 experiencing lower subjective social status and moderate psychosocial health challenges. Participants viewed short, social media–style video posts designed to test how different messages influence emotional response and intentions to engage in in-person social interaction.
The study found that all intervention messages were more effective than control content at encouraging participants to seek in-person social interaction. Messages featuring relatable peers—whether showing socially connected or lonely individuals—were perceived as more engaging and personally relevant than other formats. Notably, content mattered more than the source: peer vs. institutional messaging made no meaningful difference in effectiveness.
The findings suggest that in a moment when loneliness among young adults is widely recognized as a major public health concern, peer-driven, relatable social media content may be a promising tool for encouraging real-world connection rather than replacing it.
